In November of 2012 I gave a seminar- Building Your Brand in the 21st Century. During my preparation for this I spent some months in intensive research on branding and I found that the world’s most successful brands own what is called “mindspace”.
Mindspace is when a brand owns a portion of your brain. For example when a man thinks of a refreshing beer at the end of hard day he wants a “________”. An advertiser or marketer wants to position their brand to fill that blank. In 2013 in the US alone marketers will spend $171.01 billion to get their brands into the minds of consumers. Most people do not even realize how much brands already occupy their brains.
A recent viral share in social media from the magazine Adbusters, illustrates my point:
We swim in a ocean of branding, advertising and marketing. We are the fish that cannot see the ocean for it so completely surrounds and embraces us that we are not separate from it, it is our very being. Now to many this is a travesty and it must be stopped. However if you understand human evolution and culture you will know that you cannot put the genie back into the bottle. This is the world we have built, so what become the better question is- “how do we evolve the world we have, into a world that serves humanity in the best possible way?”
From this question I believe that business could be a net force for good and global evolution. A popular saying is that the definition of a capitalist is a person who will sell you the rope you hang him with. Meaning that as long as there is money to be made he will be in the game until the end. Therefore the quest become how do we create a system of conscious capitalism?
Do we want to live in a world where there more money going into green power then is invested in coal and oil development? Can we find ways to convince consumers that organic food is better than GMOs? And so on… We are at the crossroads today. The proof is ever-present in the news and in our lives. The goal of Business Brain is to apply the same techniques, knowledge and methodology that is being used to develop and sell the brands that dominate the world today, to build social enterprise. To do this we have to start with how the brain works, how people think and ultimate how we think.